"Setsubun" -節分-

Every February 3rd is "Setsubun" in Japan. It literally means "seasonal division" but it usually refers to the beginning of spring season. It is actually related to the Lunar New Year.
Not like other Eastern Asian countries, like Mainland China, Hong Kong, Taiwan, Korea, etc.., people don't celebrate Lunar New Year's in Japan. So, Japanese set the Feb 3rd as the Lunar New Year's Eve for every year.

Old time Japan, people believed that we need to drive away the evil spirits from the previous year and bring good fortune to come in the New Year. 
So, on the "Setsubun" day, people through good luck beans -roasted soybean- at to someone, can be your family members or colleagues, who are costumed as the "Oni"-demon- and scream "Oni wa Soto, Fuku wa Uchi!" -Damon Out, Fortune In!-

Nowadays, this custom became very commercialised and many sushi restaurants
put so much effort to sell take away "Eho-maki" on that day 

Also, on that day, they like to eat "Eho-maki, 恵方巻き" -Lucky direction roll- which is similar to "Futo-maki" -Big sushi roll- without cutting it into small pieces and look into the direction of the year (this year was NNW). If you eat it, you will be healthy and fortunate in the coming new year.

I also had "Eho-maki" but didn't have a gut to try eating the whole roll without cutting!